消費(fèi)者對(duì)食品安全的風(fēng)險(xiǎn)認(rèn)知及防范研究
發(fā)布時(shí)間：2018-09-18 19:38
【摘要】：中國(guó)自2008年“三鹿奶粉事件”為起點(diǎn),重大的食品質(zhì)量安全事件接連不斷地發(fā)生,導(dǎo)致我國(guó)公眾對(duì)食品安全的關(guān)注達(dá)到了前所未有的程度,食品質(zhì)量安全問(wèn)題成為我國(guó)社會(huì)輿論的焦點(diǎn)問(wèn)題。公眾對(duì)食品安全的恐慌心理逐漸蔓延,這不僅折射出食品生產(chǎn)企業(yè)的誠(chéng)信生產(chǎn)、政府對(duì)食品安全的監(jiān)管體系都存在重大的不當(dāng)行為,這也從根本上動(dòng)搖了公眾對(duì)我國(guó)食品安全的信心,進(jìn)而對(duì)我國(guó)政府的食品安全監(jiān)管能力產(chǎn)生質(zhì)疑。當(dāng)前我國(guó)已經(jīng)呈現(xiàn)出風(fēng)險(xiǎn)型社會(huì)的特征,食品安全風(fēng)險(xiǎn)正日益演變?yōu)槲覈?guó)最大的社會(huì)風(fēng)險(xiǎn)之一。其實(shí)許多食品安全事件本身對(duì)社會(huì)所造成的威脅并不大,但由于部分媒體,特別是網(wǎng)絡(luò)媒體對(duì)事件的虛假報(bào)道和夸大炒作,使食品安全風(fēng)險(xiǎn)問(wèn)題產(chǎn)生了漣漪效應(yīng)和社會(huì)放大效應(yīng),誤導(dǎo)了消費(fèi)者對(duì)食品安全風(fēng)險(xiǎn)的判斷,導(dǎo)致消費(fèi)者對(duì)食品安全問(wèn)題的主觀認(rèn)知往往顯著高于實(shí)際的風(fēng)險(xiǎn)水平,造成消費(fèi)者主觀上的風(fēng)險(xiǎn)認(rèn)知與客觀上的風(fēng)險(xiǎn)之間形成較大的偏差。食品安全風(fēng)險(xiǎn)產(chǎn)生的根本原因是信息不對(duì)稱。因此,向消費(fèi)者提供及時(shí)、有效的食品安全信息不僅可以消除風(fēng)險(xiǎn)認(rèn)知上的偏差,同時(shí)也是對(duì)消費(fèi)者食品安全恐慌心理進(jìn)行積極干預(yù)的有效途徑。對(duì)于我國(guó)食品安全風(fēng)險(xiǎn)的治理與防控來(lái)說(shuō),其中重要的一項(xiàng)措施就是構(gòu)建有效的食品安全風(fēng)險(xiǎn)信息交流機(jī)制,針對(duì)消費(fèi)者食品安全風(fēng)險(xiǎn)認(rèn)知的特點(diǎn)及其形成機(jī)制,同時(shí)根據(jù)消費(fèi)者食品安全信息搜尋行為的基本特征及其影響機(jī)制,將食品安全信息及時(shí)有效地傳遞給消費(fèi)者。這不僅可以有效地降低消費(fèi)者對(duì)食品安全的風(fēng)險(xiǎn)認(rèn)知水平,還可以最大程度地遏制媒體對(duì)公眾的誤導(dǎo),避免食品安全恐慌心理的發(fā)生與蔓延,進(jìn)一步對(duì)提升消費(fèi)者對(duì)食品安全的信心、維護(hù)社會(huì)的穩(wěn)定發(fā)展具有一定的現(xiàn)實(shí)意義,同時(shí)對(duì)政府及企業(yè)的食品安全信息披露制度的進(jìn)一步完善,也對(duì)構(gòu)建我國(guó)食品安全風(fēng)險(xiǎn)信息交流機(jī)制提供有益的參考。本文主要基于食品安全風(fēng)險(xiǎn)信息交流的視角,并采用理論分析與實(shí)證研究二者相結(jié)合的方法,研究了提升消費(fèi)者對(duì)食品安全的風(fēng)險(xiǎn)認(rèn)知能力及其防范水平的途徑。在理論分析層面,本文主要從消費(fèi)者風(fēng)險(xiǎn)認(rèn)知理論、信息不對(duì)稱理論、信息搜尋理論等方面進(jìn)行了多維度、多層次的理論介紹與文獻(xiàn)綜述,對(duì)后續(xù)的實(shí)證研究奠定理論基礎(chǔ)。在實(shí)證研究方面,首先從宏觀層面上,以媒體對(duì)食品安全事件的報(bào)道、政府對(duì)食品質(zhì)量的監(jiān)督抽檢結(jié)果和消費(fèi)者的主觀認(rèn)知三個(gè)角度研究了我國(guó)當(dāng)前食品安全的總體態(tài)勢(shì);其次從微觀的層面上考察了我國(guó)消費(fèi)者對(duì)食品安全風(fēng)險(xiǎn)的認(rèn)知,并運(yùn)用計(jì)劃行為理論結(jié)合結(jié)構(gòu)方程深入研究消費(fèi)者風(fēng)險(xiǎn)認(rèn)知的機(jī)理;再者研究消費(fèi)者食品安全信息搜尋行為,總結(jié)了其信息搜尋行為的特征,并運(yùn)用二元Logistic回歸模型挖掘消費(fèi)者對(duì)食品安全信息搜尋行為的影響機(jī)制,進(jìn)一步運(yùn)用模糊集理論同時(shí)結(jié)合實(shí)驗(yàn)決策分析方法識(shí)別出關(guān)鍵的影響因素,為我國(guó)的食品安全信息發(fā)布機(jī)制提供實(shí)證的支持;最后根據(jù)實(shí)驗(yàn)經(jīng)濟(jì)學(xué)的相關(guān)原理,運(yùn)用隨機(jī)N價(jià)實(shí)驗(yàn)拍賣機(jī)制對(duì)消費(fèi)者所獲取的安全信息進(jìn)行拍賣,根據(jù)消費(fèi)者對(duì)不同安全信息的補(bǔ)償意愿出價(jià),從而推斷出不同安全信息對(duì)消費(fèi)者風(fēng)險(xiǎn)認(rèn)知的影響。本文的主要研究結(jié)論為:(1)當(dāng)前我國(guó)食品安全總體情形依舊嚴(yán)峻,客觀上食品安全的總體形勢(shì)趨于好轉(zhuǎn),但由于受到媒體報(bào)道的影響,消費(fèi)者對(duì)我國(guó)食品安全現(xiàn)狀的主觀認(rèn)知與客觀的食品安全形勢(shì)出現(xiàn)了偏差;(2)消費(fèi)者對(duì)我國(guó)的食品安全具有較高的風(fēng)險(xiǎn)認(rèn)知,大部分消費(fèi)者對(duì)我國(guó)食品安全缺乏信心。其中媒體對(duì)食品安全事件的夸大報(bào)道對(duì)消費(fèi)者風(fēng)險(xiǎn)認(rèn)知的影響力最大,政府對(duì)食品安全監(jiān)管成效對(duì)消費(fèi)者風(fēng)險(xiǎn)認(rèn)知的影響最為顯著;(3)絕大多數(shù)消費(fèi)者認(rèn)為食品安全信息可以有效降低其風(fēng)險(xiǎn)認(rèn)知,同時(shí)對(duì)食品安全信息有著強(qiáng)烈的需求,但獲取信息的便利程度并不高;(4)消費(fèi)者對(duì)食品質(zhì)量安全信息關(guān)注的類型,主要有外觀新鮮、保質(zhì)期、獸藥殘留標(biāo)準(zhǔn)和有無(wú)檢疫標(biāo)識(shí)。消費(fèi)者獲取食品質(zhì)量安全信息的渠道主要有:購(gòu)買經(jīng)驗(yàn)、親友介紹和產(chǎn)品包裝標(biāo)識(shí),其次是電視、網(wǎng)絡(luò)和報(bào)紙雜志。對(duì)于信息來(lái)源,消費(fèi)者最信任自身的購(gòu)買經(jīng)驗(yàn)以及來(lái)自親友介紹的信息,對(duì)于專業(yè)機(jī)構(gòu)、政府部門和消費(fèi)者協(xié)會(huì)的信任程度持中等水平;(5)影響消費(fèi)者對(duì)食品安全信息搜尋行為的諸多因素中,消費(fèi)者對(duì)食品安全關(guān)注程度、對(duì)食品安全風(fēng)險(xiǎn)認(rèn)知水平、對(duì)健康關(guān)注程度、購(gòu)買頻率、消費(fèi)者的受教育程度、食品品牌和食品有無(wú)質(zhì)量安全認(rèn)證等七個(gè)因素是最為關(guān)鍵的影響因素;(6)信息可追溯和有機(jī)質(zhì)量認(rèn)證可以有效地降低消費(fèi)者對(duì)食品風(fēng)險(xiǎn)認(rèn)知水平。同時(shí)在風(fēng)險(xiǎn)信息交流中,一旦先釋放了負(fù)面信息,會(huì)極大地影響消費(fèi)者的風(fēng)險(xiǎn)認(rèn)知,即使后面發(fā)布的正面信息可以降低風(fēng)險(xiǎn)認(rèn)知水平,但對(duì)風(fēng)險(xiǎn)認(rèn)知降低的幅度遠(yuǎn)不及負(fù)面信息所造成的上升幅度。針對(duì)上述研究結(jié)論,本文提出了加強(qiáng)食品安全信息供應(yīng)、規(guī)范媒體對(duì)食品安全事件報(bào)道等政策建議。本文的主要?jiǎng)?chuàng)新為:(1)依據(jù)消費(fèi)者行為理論,以豬肉消費(fèi)為案例,對(duì)同一消費(fèi)者樣本的兩種不同安全信息的補(bǔ)償意愿進(jìn)行比較研究,發(fā)現(xiàn)消費(fèi)者在不同信息下支付意愿的異質(zhì)性;(2)在消費(fèi)者信息搜尋行為研究領(lǐng)域中,采用模糊集理論結(jié)合實(shí)驗(yàn)決策分析法識(shí)別出影響消費(fèi)者食品安全信息搜尋行為的7個(gè)關(guān)鍵因素;(3)在研究不同安全信息對(duì)消費(fèi)者風(fēng)險(xiǎn)認(rèn)知的影響中,運(yùn)用隨機(jī)N價(jià)實(shí)驗(yàn)拍賣法,模擬市場(chǎng)環(huán)境,避免了通常采用問(wèn)卷調(diào)查方法所導(dǎo)致的假想性支付意愿高于實(shí)際支付的缺陷。
[Abstract]:Since the Sanlu Milk Powder Incident in 2008 in China, major food quality and safety incidents have occurred one after another, leading to unprecedented public concern about food safety in China. Food quality and safety issues have become the focus of public opinion in China. It only reflects the honest production of food production enterprises, and the government's supervision system of food safety has serious improper behavior. This also fundamentally shakes the public's confidence in China's food safety, thus questioning the government's ability to supervise food safety. The whole risk is becoming one of the biggest social risks in China. In fact, many food safety incidents do not pose a great threat to the society. However, due to the false reports and exaggerated speculation of the incidents by some media, especially the network media, the food safety risk problem has produced ripple effect and social magnification effect, misleading the elimination. Consumer's judgment of food safety risk leads to consumers'subjective perception of food safety problems is often significantly higher than the actual level of risk, resulting in a large deviation between consumers' subjective perception of risk and objective risk. Timely and effective food safety information can not only eliminate the deviation of risk perception, but also be an effective way to actively intervene in food safety panic psychology of consumers. According to the characteristics and formation mechanism of consumers'food safety risk perception, and according to the basic characteristics and influence mechanism of consumers' food safety information searching behavior, food safety information can be transmitted to consumers timely and effectively. It is of practical significance to restrain the misleading of the media to the public, to avoid the occurrence and spread of food safety panic, to further enhance consumers'confidence in food safety and to maintain the stable development of society, and to further improve the food safety information disclosure system of the government and enterprises, as well as to build food safety in China. In this paper, based on the perspective of information exchange on food safety risks, and the combination of theoretical analysis and empirical research, the ways to enhance consumers'risk awareness and prevention level of food safety are studied. The risk cognition theory, information asymmetry theory, information search theory and other aspects of multi-dimensional, multi-level theoretical introduction and literature review, to lay a theoretical foundation for the follow-up empirical research. In the empirical research, first from the macro level, the media reports on food safety incidents, the government supervision of food quality spot check. The overall situation of food safety in China is studied from three perspectives of fruit and consumers'subjective perception; secondly, the perception of food safety risk in China is investigated from the micro level, and the mechanism of consumer risk perception is studied by using the theory of planned behavior combined with structural equation; thirdly, consumer food safety trust is studied. This paper summarizes the characteristics of information searching behavior, and uses binary logistic regression model to mine the impact mechanism of consumers on food safety information searching behavior, further uses fuzzy set theory and experimental decision analysis method to identify the key influencing factors, so as to improve the mechanism of food safety information release in China. Finally, according to the relevant principles of experimental economics, the random N-price experimental auction mechanism is used to auction the security information obtained by consumers. According to the consumers'willingness to pay for different security information, the influence of different security information on consumers' risk perception is deduced. The results are as follows: (1) The overall situation of food safety in China is still grim, and the overall situation of food safety tends to improve objectively. However, due to the influence of media reports, consumers'subjective perception of the current situation of food safety in China has deviated from the objective situation of food safety; (2) Consumers have a higher risk perception of food safety in China. Most consumers lack confidence in China's food safety. The media's exaggerated reports on food safety incidents have the greatest impact on consumers'risk perception, and the government's supervision on food safety has the most significant impact on consumers' risk perception. (3) Most consumers believe that food safety information can effectively reduce their risk perception. At the same time, there is a strong demand for food safety information, but the convenience of obtaining information is not high; (4) Consumers are concerned about the types of food quality and safety information, mainly fresh appearance, shelf life, veterinary drug residue standards and quarantine labels. For information sources, consumers believe most in their own buying experience and information from relatives and friends. For professional organizations, government departments and consumer associations, the degree of trust is moderate; (5) Influencing consumers'search behavior for food safety information. Among the many factors, seven are the most critical ones, including the degree of consumer's concern for food safety, the level of awareness of food safety risks, the degree of health concern, the frequency of purchase, the degree of consumer's education, food brands and food quality and safety certification. (6) Information traceability and organic quality certification can be effectively reduced. At the same time, in the risk information exchange, once the negative information is released first, it will greatly affect consumers'risk perception. Even if the positive information released later can reduce the level of risk perception, the extent of risk perception reduction is far less than the increase caused by negative information. The main innovations of this paper are as follows: (1) Based on the consumer behavior theory, taking pork consumption as a case, a comparative study of two different kinds of compensation willingness of the same consumer sample is conducted, and consumers are found. Heterogeneity of willingness to pay under different information; (2) In the field of consumer information search behavior research, seven key factors affecting consumer food safety information search behavior were identified by fuzzy set theory and experimental decision analysis; (3) In the study of the impact of different security information on consumer risk perception, random N price was used. The experimental auction method simulates the market environment and avoids the defect that the imaginary willingness to pay is higher than the actual payment.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2016
【分類號(hào)】：F203
，
本文編號(hào)：2248921
[Abstract]:Since the Sanlu Milk Powder Incident in 2008 in China, major food quality and safety incidents have occurred one after another, leading to unprecedented public concern about food safety in China. Food quality and safety issues have become the focus of public opinion in China. It only reflects the honest production of food production enterprises, and the government's supervision system of food safety has serious improper behavior. This also fundamentally shakes the public's confidence in China's food safety, thus questioning the government's ability to supervise food safety. The whole risk is becoming one of the biggest social risks in China. In fact, many food safety incidents do not pose a great threat to the society. However, due to the false reports and exaggerated speculation of the incidents by some media, especially the network media, the food safety risk problem has produced ripple effect and social magnification effect, misleading the elimination. Consumer's judgment of food safety risk leads to consumers'subjective perception of food safety problems is often significantly higher than the actual level of risk, resulting in a large deviation between consumers' subjective perception of risk and objective risk. Timely and effective food safety information can not only eliminate the deviation of risk perception, but also be an effective way to actively intervene in food safety panic psychology of consumers. According to the characteristics and formation mechanism of consumers'food safety risk perception, and according to the basic characteristics and influence mechanism of consumers' food safety information searching behavior, food safety information can be transmitted to consumers timely and effectively. It is of practical significance to restrain the misleading of the media to the public, to avoid the occurrence and spread of food safety panic, to further enhance consumers'confidence in food safety and to maintain the stable development of society, and to further improve the food safety information disclosure system of the government and enterprises, as well as to build food safety in China. In this paper, based on the perspective of information exchange on food safety risks, and the combination of theoretical analysis and empirical research, the ways to enhance consumers'risk awareness and prevention level of food safety are studied. The risk cognition theory, information asymmetry theory, information search theory and other aspects of multi-dimensional, multi-level theoretical introduction and literature review, to lay a theoretical foundation for the follow-up empirical research. In the empirical research, first from the macro level, the media reports on food safety incidents, the government supervision of food quality spot check. The overall situation of food safety in China is studied from three perspectives of fruit and consumers'subjective perception; secondly, the perception of food safety risk in China is investigated from the micro level, and the mechanism of consumer risk perception is studied by using the theory of planned behavior combined with structural equation; thirdly, consumer food safety trust is studied. This paper summarizes the characteristics of information searching behavior, and uses binary logistic regression model to mine the impact mechanism of consumers on food safety information searching behavior, further uses fuzzy set theory and experimental decision analysis method to identify the key influencing factors, so as to improve the mechanism of food safety information release in China. Finally, according to the relevant principles of experimental economics, the random N-price experimental auction mechanism is used to auction the security information obtained by consumers. According to the consumers'willingness to pay for different security information, the influence of different security information on consumers' risk perception is deduced. The results are as follows: (1) The overall situation of food safety in China is still grim, and the overall situation of food safety tends to improve objectively. However, due to the influence of media reports, consumers'subjective perception of the current situation of food safety in China has deviated from the objective situation of food safety; (2) Consumers have a higher risk perception of food safety in China. Most consumers lack confidence in China's food safety. The media's exaggerated reports on food safety incidents have the greatest impact on consumers'risk perception, and the government's supervision on food safety has the most significant impact on consumers' risk perception. (3) Most consumers believe that food safety information can effectively reduce their risk perception. At the same time, there is a strong demand for food safety information, but the convenience of obtaining information is not high; (4) Consumers are concerned about the types of food quality and safety information, mainly fresh appearance, shelf life, veterinary drug residue standards and quarantine labels. For information sources, consumers believe most in their own buying experience and information from relatives and friends. For professional organizations, government departments and consumer associations, the degree of trust is moderate; (5) Influencing consumers'search behavior for food safety information. Among the many factors, seven are the most critical ones, including the degree of consumer's concern for food safety, the level of awareness of food safety risks, the degree of health concern, the frequency of purchase, the degree of consumer's education, food brands and food quality and safety certification. (6) Information traceability and organic quality certification can be effectively reduced. At the same time, in the risk information exchange, once the negative information is released first, it will greatly affect consumers'risk perception. Even if the positive information released later can reduce the level of risk perception, the extent of risk perception reduction is far less than the increase caused by negative information. The main innovations of this paper are as follows: (1) Based on the consumer behavior theory, taking pork consumption as a case, a comparative study of two different kinds of compensation willingness of the same consumer sample is conducted, and consumers are found. Heterogeneity of willingness to pay under different information; (2) In the field of consumer information search behavior research, seven key factors affecting consumer food safety information search behavior were identified by fuzzy set theory and experimental decision analysis; (3) In the study of the impact of different security information on consumer risk perception, random N price was used. The experimental auction method simulates the market environment and avoids the defect that the imaginary willingness to pay is higher than the actual payment.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2016
【分類號(hào)】：F203
，
本文編號(hào)：2248921
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